Klook, a leading travel activity and service platform in Asia, and the Singapore Tourism Board (STB) have forged a strategic three-year partnership, joining forces to further solidify Singapore's position as a world-class travel destination.

Effective from April 2025, this Memorandum of Understanding (MoU) aligns with the STB's 'Tourism 2040' vision, aiming to boost inbound tourism, generate future demand, and build a resilient tourism ecosystem.

Through this collaboration, both organizations will roll out joint marketing campaigns targeting the global market and co-develop new tourism products and programs to attract compelling large-scale events. In particular, they plan to actively leverage Klook's 'Kreator Program,' a network of over 20,000 content creators, to effectively promote Singapore's diverse attractions to digitally savvy travelers.

Furthermore, they will actively promote cruise travel packages and explore various ways to extend visitors' stays in Singapore before and after their cruises. This strategy aims to develop Singapore into an appealing long-term destination rather than just a transit point.

Looking ahead, this partnership is expected to enhance the competitiveness of Singapore's tourism industry by integrating Artificial Intelligence (AI) technology into the travel product search and recommendation process, thereby innovating user experiences and strengthening personalized services. By analyzing travelers' preferences and travel patterns, AI technology can provide more accurate and engaging customized travel information, ultimately increasing satisfaction and repeat visits to Singapore.

Ethan Lin, CEO of Klook, expressed his enthusiasm, stating, "We are delighted to deepen our partnership with the Singapore Tourism Board. Leveraging Klook's strong global platform and innovative technology, we are committed to effectively showcasing Singapore's appeal to the world and delivering new levels of travel experiences."

Melissa Ow, Chief Executive of the Singapore Tourism Board, commented, "Klook is an important partner leading the trends of digital-age travel. Through this collaboration, we anticipate showcasing Singapore's rich cultural heritage, diverse gastronomy, and innovative tourism offerings in a more compelling way, thereby strengthening Singapore's standing in the global tourism market."

This strategic partnership between Klook and the Singapore Tourism Board is projected to play a crucial role in securing sustainable growth momentum for Singapore in the rapidly changing global tourism market and preempting future tourism demand. All eyes are on whether the close collaboration between the two organizations will enable Singapore to leap beyond being just a tourist attraction to become a world-class tourism hub offering innovative technology and enriching experiences.

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